I believe he's saying that people buy for the feeling, not to satisfy a list of specs. So although us techies might like this sort of drill down, normal folks p

I believe he's saying that people buy for the feeling, not to satisfy a list of specs. So although us techies might like this sort of drill down, normal folks prefer the "serendipitous discovery" experience of shopping. I'm not sure I agree, but it is a thought provoking point.